A young couple chats about their dream home on WhatsApp in ad reflecting Ireland's rental crisis

Spot for Three Mobile by Boys & Girls taps into Ireland's economic issues

Published On
Jan 14, 2019

Editor's Pick

Mobile phone ads don't usually get political, even by implication, but mobile network Three's latest ad for the Irish market reflects one of the country's big economic issues--young people unable to afford to move out of home. 

The ad, by agency Boys & Girls, shows a young couple chatting on WhatsApp about the dream home they hope one day to share together--but both of them are still stuck in their childhood bedrooms. It starts on a rather depressing note as they complain about the unfairness of it all, but then the spot becomes more uplifting as they communicate by phone and the two bedrooms fall together. We see them in their fantasy future together, with parties, dancing and a "couch to fall asleep on." The tagline is "Be together, even when you can't."

“We wanted to create a brand film that recognised the difficulties facing young people in Ireland, yet still had a sense of magic and hope," says Rory Hamilton, executive creative director of Boys & Girls. "Three’s network enables people be together even when they can’t, which is a powerful benefit when many are struggling to find a place where they can call their own.”

The spot was directed by Sweetshop's Mark Albiston, who also teamed with the client and agency last year on a more light-hearted spot in which an office turns into a bounce house

 

 

Credits

Date
Jan 14, 2019
Client:
Three Ireland
Agency:
Boys and Girls
Chief Commercial Officer:
Elaine Carey
Head of Brand & Marketing:
Aislinn O’Connor
Marketing Manager:
Rachel Cunningham
Marcomms Campaign Manager:
AnnMarie O’Brien
Executive Creative Director:
Rory Hamilton
Creative Director:
Kris Clarkin
Art Director:
Udi Ovadia
Senior Strategic Planner:
Chloe Hanratty
Group Account Director:
Pat Stephenson
Senior Account Manager:
Andrea Dalton Doran
Account Executive:
Jelena Stancevic
Head of Production:
Derek Doyle
Head of Design:
Barry Smith
Production:
Sweetshop
Director:
Mark Albiston
Managing Director and Executive Producer:
Spencer Dodd
Producer:
Adam Saward
Production Manager:
Duncan Bernard
Director of Photography:
Magnus Joenck
Editor:
Simon Price
Post Producer:
Andrew Mauger
Edit & Post:
Blockhead VFX
Edit & Post:
Windmill Lane
Soundmix:
No4 Studios
Soundmix:
Windmill Lane
Music and Sound Design:
Denis Kilty

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